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Managing the Content eXplosion

We live in a world that is content rich, yet attention starved. There is an unprecedented and accelerating demand for engaging and personalised content, across more channels, in more formats, in real-time. This is the content explosion.

How can today’s marketers respond to this content explosion? What should they do to ensure their efforts yield a solid Return on Investment rather than being wasted on irrelevant, ill-timed content targeting? To effectively compete for consumers’ attention, organisations must meet the content explosion challenges head on.

This paper examines both the opportunities and the challenges in this content-rich landscape and makes recommendations for managing the content explosion.